APB confirmed that DDB has been appointed as its creative agency-on-record. It noted thatDDB stood out for its refreshing creative solutions and strategic understanding of Tiger Beer's local market.
The win comes after a call for a closed pitch by APB, that included DDB, incumbent Saatchi Labs, Y&R and Iris Singapore. The brewery company pointed out that the May pitch exercise was in line with its policy to ensure good corporate governance by reviewing its key vendors and strategic partners on a regular basis.
“Tiger is one of the most exciting, adventurous and iconic brands in Asia. We are very gratified to have prevailed after an exciting and challenging pitch. DDB is very thrilled to apply all our creative marketing skills to create an exciting, next chapter for Tiger in the Lion City," said David Tang, CEO of DDB Singapore.
Tiger Beer had worked with Saatchi & Saatchi through its local-focused agency Saatchi Labs as its AOR since October 2008, as well as Iris Singapore for tactical platforms, most recently for its Tiger Street Football campaign.
Y&R still handles Tiger Beer's pan-regional creative business, which the agency won in June 2010, mostly out of its Malaysian offices.
